final presentation

HSA“We envision a world where every child in NYC has access to world-class training in the arts in an environment that emphasizes rigorous training, stimulates creativity, builds self-confidence, and adds a dimension of beauty to their lives, empowering them to become the creative thinkers and innovative leaders of tomorrow.”

“A FUTURE IN THE ARTS BEGINS HERE”

HSA“Kids have a lot of dreams and this is a place for dreams, and I think this is the genius of Dorothy Maynor, it’s her answer to what happens to a dream deferred” - Ephraim Emmanuel, Chairman of Parents Association of HSA 2010.

“I did not grow up rich, and the school gave me a chance to get to study with very serious artists” - Cherrye Davis, Theater Department Teacher & HSA Alumni

“It lets me be free and express who I am” - Leonay, 5th grade HSA Student

SWOT analysis

threatsopportunities

strengths weaknesses

- Decline of arts education in schools

- Benefits of arts education- Rejuvenation of Harlem

- Multidisciplinary- Rich history, 50 years- Notable faculty- Competitive programs

- Funding / financial reputation

- Digital presence- In-between categories

- State of economy- Emphasis on sports

culture- Location reputation

competitors multiple disciplines

single discipline

recreational pre-professional

the ask:As is approaches its 50th year

anniversary, HSA must increase brand awareness – driving people to sign up

for classes, attend the celebration, and begin to consider HSA as a

prestigious contender amongst New York art institutions.

background:benefits of arts education

• Imagination and critical thinking development

• Low income students 2x as likely to graduate college

• 96% agree arts belongs to everyone, not just the privileged • 76% don’t know how to get

involved

background:arts in public schools declining

• First subjects to suffer from tight budget

• 95% of superintendents cite importance of arts for creativity• BUT -- only 4-7% of high

schools require arts classes

dilemma:

arts education is unquestionably

valuable for children

schools continue to cut arts programs to keep up with testing regulations

background:The Harlem Renaissance

• From music to literature, Harlem was a hotbed of cultural exchange during the Harlem Renaissance

• Artists such as Duke Ellington, Aaron Douglas, Bessie Smith, Bill Robinson and many others created a community that championed change through artistic expression.

background:Harlem’s changing demographics

• As of 2008, only 4 of 10 Harlem residents were Black

• Harlem is gaining recognition as valuable NYC real estate

“Unfortunately for Harlem, the process of progress appears to be

stomping out a long history of rich culture and community”

- Sharon Obialo, writer

dilemma:

The Harlem Renaissance

established a culture of art and

creation in NYC

Harlem residents fear losing their neighborhood's rich history as demographics shift

the insight:

The arts are intrinsic to the essence of Harlem.

“The New Harlem Renaissance”

the target:psychographic

Ethnically diverse group of spirited adults concentrated in and around New York City

that shares a deep appreciation for arts

the target:demographic

• Urban• Median Household Income: $44,000• Income Producing Assets: Low• Age Range: 35 – 55• Homeownership: Renters• Employment levels: Mix of blue collar and white

collar workers• Education: Some College• Ethnic Diversity: White, Black, Hispanic, Mix

the inspiration:

Aaron Douglas “The Creation” 1935 Aaron Douglas “Aspiration” 1936

launch event:

crowd-sourced:

crowd-sourced:community mural

takeover

crowd-sourced:office mural

takeover

mobile:photo

filter app

mobile:

photofilter app

facebook:

photofilter app

out of home:

out of home:

out of home:

out of home:

out of home:

Pandora/radio:

photofilter app

Hi music lovers! Inspiration starts young!

At Harlem School of the Arts, we use the values of Harlem’s artistic roots to nurture creativity in kids of all ages.

To learn more about HSA and to sign up for classes, visit hsanyc.org.

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50 Days of HSA

thank you!